Beauty

2017 SILVER

Katy Kat

COVERGIRL needed to reinvigorate the brand and put it back on Millennials' radar. Our solution lay in Katy Perry and by upending the traditional beauty marketing model. We transformed Katy from static "face" into the lens through which we developed products and communicated them to fans. Katy Kat by COVERGIRL became a juggernaut success - with over 1 billion earned impressions in the first three months, we've exceeded our weekly sales goal each week since launch, for 15 weeks in a row.

Brand:
CoverGirl

Client:
Procter & Gamble

Agency:
Grey New York

2017 BRONZE

#DadDo

This is the story of how Pantene found new cultural relevance for its heritage in hair strength to connect with millennial women's hearts. We made "Strong is Beautiful" mean something, by showing the world the power that Dads have in creating the next generation of strong women. We simply filmed NFL Dads doing their daughters' hair (the #DadDo). And we set fire to the Super Bowl ad conversation. 45 million views and 1.68 billion media impressions later, #DadDo was a sensation, leading to unprecedented cultural attention and engagement for Pantene.

Brand:
Pantene

Client:
Procter & Gamble

Agency:
Grey New York

2016 BRONZE

Pantene Haircast

In 2013, Pantene solved over a million hair problems with its Weather Channel and Walgreens partnership. How do you build on this success and keep her engaged? Through analyzing data, we uncovered it was the subtle shifts in the weather, rather than the big ones that left her feeling the most unprepared. So, in 2014 we created a predictive digital tool called Pantene Haircast a 5-day personalized service with geo-targeted product solutions to address her various weather-related hair problems.